Extraordinary Brands

CHARLOTTESVILLE, Va.&nbsp;—&nbsp;<a href="https://www.extraordinarybrands.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=extraordinary-brands-acquires-basecamp-fitness-adding-the-high-growth-hiit-concept-to-its-boutique-fitness-portfolio-2731865" target="_blank" rel="nofollow">Extraordinary Brands</a>, a leading health and wellness franchisor focused on helping entrepreneurs build, scale and thrive in boutique fitness, today announced the acquisition of&nbsp;<a href="https://www.basecampfitness.com/franchise?utm_source=1851franchise.com&utm_medium=article&utm_campaign=extraordinary-brands-acquires-basecamp-fitness-adding-the-high-growth-hiit-concept-to-its-boutique-fitness-portfolio-2731865" target="_blank" rel="nofollow">Basecamp Fitness</a>, a high-intensity interval training (HIIT) franchise known for its efficient, results-driven workouts and strong community engagement.The addition of Basecamp Fitness further diversifies Extraordinary Brands’ growing portfolio of boutique fitness concepts (including&nbsp;<a href="https://www.cyclebar.com/franchise?utm_source=1851franchise.com&utm_medium=article&utm_campaign=extraordinary-brands-acquires-basecamp-fitness-adding-the-high-growth-hiit-concept-to-its-boutique-fitness-portfolio-2731865" target="_blank" rel="nofollow">CycleBar</a>,&nbsp;<a href="https://www.rumbleboxinggym.com/franchise?utm_source=1851franchise.com&utm_medium=article&utm_campaign=extraordinary-brands-acquires-basecamp-fitness-adding-the-high-growth-hiit-concept-to-its-boutique-fitness-portfolio-2731865" target="_blank" rel="nofollow">Rumble Boxing</a>,&nbsp;<a href="https://www.therowhouse.com/franchise?utm_source=1851franchise.com&utm_medium=article&utm_campaign=extraordinary-brands-acquires-basecamp-fitness-adding-the-high-growth-hiit-concept-to-its-boutique-fitness-portfolio-2731865" target="_blank" rel="nofollow">Row House</a> and&nbsp;<a href="https://neighborhoodbarre.com/franchise/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=extraordinary-brands-acquires-basecamp-fitness-adding-the-high-growth-hiit-concept-to-its-boutique-fitness-portfolio-2731865" target="_blank" rel="nofollow">NEIGHBORHOOD barre</a>) and reinforces its commitment to scaling high-potential brands through operational excellence, franchisee support and strategic investment.“This is exactly the type of brand we look for - a concept with a strong foundation, a clear value proposition and meaningful mission,” said&nbsp;<a href="https://www.extraordinarybrands.com/about-us/meet-the-team/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=extraordinary-brands-acquires-basecamp-fitness-adding-the-high-growth-hiit-concept-to-its-boutique-fitness-portfolio-2731865" target="_blank" rel="nofollow">Paul Flick</a>, CEO of Extraordinary Brands. “Basecamp Fitness delivers an incredible workout experience in a highly efficient format, and we see a significant opportunity to enhance the model, invest in the infrastructure and help franchisees grow strong, profitable businesses.”Basecamp Fitness, previously owned by Purpose Brands, has built a loyal following with its 35-minute HIIT workouts designed to deliver results in less time, an offering that resonates strongly with today’s busy consumers. With locations operating coast-to-coast, the brand enters the Extraordinary Brands portfolio with an established footprint and a solid base of franchisees.“Basecamp has all the right ingredients, including a compelling modality with engaged members and operators,” Flick said. “It is a brand poised for growth, and that’s where Extraordinary Brands will focus.”Extraordinary Brands plans to integrate Basecamp Fitness into its shared services platform, providing centralized marketing, operational support, franchise development and technology enhancements designed to drive efficiency and long-term growth.“We’re very good at taking an existing model and making it more efficient for future franchisees,” Flick said. “As we scale the footprint and add more units, the value of each location increases and that’s where we create real momentum for the brand.”As part of the transition, Extraordinary Brands will make immediate investments in Basecamp Fitness’s technology stack, franchise development engine and overall brand infrastructure.“We’re going to evaluate the technology, stand up a more focused franchise development program and invest in the systems that support both franchisees and members,” said&nbsp;<a href="https://www.linkedin.com/in/katy-branstetter-richardson-762684b7?utm_source=1851franchise.com&utm_medium=article&utm_campaign=extraordinary-brands-acquires-basecamp-fitness-adding-the-high-growth-hiit-concept-to-its-boutique-fitness-portfolio-2731865" target="_blank" rel="nofollow">Katy Richardson</a>, Chief Operating Officer of Extraordinary Brands. “This is about building a strong foundation so the brand can reach its full potential.”Richardson emphasized that the acquisition aligns with Extraordinary Brands’ broader strategy of identifying strong concepts that can benefit from additional support, resources and operational discipline.“When you bring a brand into a platform like this, you’re not replacing what made it special, you’re enhancing it,” Richardson said. “We’re focused on strengthening operations, improving access to tools and making it easier for franchisees to run successful studios day in and day out.”Basecamp Fitness offers a streamlined, high-energy studio model with relatively low staffing requirements, typically 8 to 12 employees per location, and a class format that supports higher daily utilization. The brand’s efficient footprint and turnkey design make it an attractive opportunity for both single-unit and multi-unit operators.With open markets across the U.S., and increasing demand for time-efficient fitness solutions, Extraordinary Brands sees Basecamp Fitness as well-positioned for accelerated expansion.“This is a brand that fits perfectly into today’s lifestyle,” Richardson said. “People want results, but they also want efficiency. Basecamp delivers both, and now we have the opportunity to scale that experience to more communities across the country.”To learn more about franchising with Extraordinary Brands, visit&nbsp;<a href="https://www.extraordinarybrands.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=extraordinary-brands-acquires-basecamp-fitness-adding-the-high-growth-hiit-concept-to-its-boutique-fitness-portfolio-2731865" target="_blank" rel="nofollow">here</a> and&nbsp;<a href="https://1851franchise.com/extraordinary-brands">here</a>.About Extraordinary BrandsFounded by Paul Flick in 2022, Extraordinary Brands is a multi-brand franchisor platform specializing in boutique fitness and wellness concepts. The company empowers entrepreneurs to launch, scale and grow standout studio brands through a shared services model and operational consistency. Its expanding portfolio now includes CycleBar (indoor cycling), Rumble (boxing-inspired group fitness), Row House (rowing-based HIIT), NEIGHBORHOOD barre (barre), and Basecamp Fitness (HIIT). Extraordinary Brands continues to pursue growth across Pilates, spin, HIIT, barre and recovery verticals, with a focus on franchisee success and long-term brand revitalization. Visit&nbsp;<a href="http://www.extraordinarybrands.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=extraordinary-brands-acquires-basecamp-fitness-adding-the-high-growth-hiit-concept-to-its-boutique-fitness-portfolio-2731865" target="_blank" rel="nofollow">www.extraordinarybrands.com</a> to learn more.

Extraordinary Brands Acquires Basecamp Fitness: Scaling High-Growth HIIT

1851 Franchise

The strategic purchase brings a quick, effective workout style to the company, opening up new opportunities for franchisees across the country.

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Extraordinary Brands Acquires Basecamp Fitness, Adding The High-Growth HIIT Concept to its Boutique Fitness Portfolio

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<a href="https://www.cyclebar.com/franchise">CycleBar</a>, the leading indoor cycling brand under the&nbsp;<a href="https://www.extraordinarybrands.com/">Extraordinary Brands</a> umbrella is celebrating two of its franchisees achieving a full decade of wellness in their communities. Their starts in the franchise world looked different, but their experiences share the same core: a genuine care for people, the grit to push through tough times, and a firm belief that boutique fitness is here to stay.<h2>A Leap of Faith Turns Into a 10-Year Legacy in Beachwood</h2><a href="https://www.linkedin.com/in/cyclebarjoe">Joe Purton</a> changed course 10 years ago. After nearly two decades in healthcare finance, where he had worked his way into leadership and toward a chief financial officer path, he decided to leave and build something of his own.“I had worked for the organization for close to 20 years, and it really gave me the opportunity to do some soul searching,” Purton said. “I decided that I didn't want to spend the rest of my life behind a desk. I wanted to do something I enjoyed, something I was passionate about, and I wanted to own my own business.”That passion led him to open one of the earliest&nbsp;<a href="https://1851franchise.com/extraordinary-brands/why-invest-now-2731440">CycleBar</a> studios in the country (just the sixth location systemwide) in&nbsp;<a href="https://www.cyclebar.com/location/beachwood">Beachwood, Ohio</a>.From the outset, Purton chose franchising. “When I decided to start my own business, I knew I didn't want to start from scratch,” he said. “I wanted something that was more of a plug-and-play type model… something where I could start with a road map that already existed.”Purton’s studio now has around 500 active members, and many have stayed with it since the beginning. As the business has moved through corporate transitions, changes in the category and the strain of the pandemic, he has stayed focused on building and protecting that sense of community.“They really didn't talk a lot about the community that would come out of opening a CycleBar,” he said. “That's one of the most fulfilling and great things that have come out of all of this.”That sense of community proved critical during the pandemic. “We rented out all of our bikes in the studio. People took them to their homes, and then we would film classes every day,” he said. “We kept everybody together while apart.”Now, as he looks ahead, Purton is focused on continued growth and working more strategically within the business. “We're already around 500 members and we want to surpass that,” he said. “I think we could easily get to 700.”Purton was direct about what it takes to make the model work: “Don't expect to be passive. You have to be willing to get your hands dirty and work hard… It will be successful if you put effort into it.”<h2>Revitalizing a Studio and Rebuilding Momentum in Berkeley</h2>While Purton built his studio from the ground up,&nbsp;<a href="https://www.linkedin.com/in/morningstarryan">Ryan Morningstar</a> took a different path — acquiring and revitalizing an existing CycleBar location in&nbsp;<a href="https://www.cyclebar.com/location/berkeley">Berkeley, California</a>.After spending 15 years in the tech startup world, Morningstar was ready for something new. “I've been an operator and an entrepreneur in the tech space, growing operational units and teams, so I really care a lot about people, management and culture,” he said. “I felt it was the right time to take on something of my own.”The chance came in 2023, when Morningstar acquired a struggling CycleBar studio. Since taking over, he has lifted revenue 20% year over year and nearly doubled membership.For Morningstar, success starts with a people-first philosophy — something he credits as the foundation of his growth. “Every single time you come to our studio, everyone tries to know your name and what your goals are to serve you to the highest degree,” he said.That focus extends to both members and staff. “Spend time, energy, and focus on your people — everything from hiring to nurturing,” he said. “You have to be a person and care about people and their growth as a whole.”Morningstar also sees franchising as a powerful model for scaling local businesses while maintaining individuality. “It provides this umbrella that has a lot of the tools you need to be successful,” he said, “but it allows you to operate on a micro-level in individual communities.”As the Berkeley studio approaches its 10-year anniversary, Morningstar is thinking ahead to expansion. “I'm already looking now at other opportunities and I think I'll start the next two locations myself,” he said.<h2>A Brand Built on Community, Ownership and Longevity</h2>Beachwood and Berkeley tell a similar story. In both markets, the studios have lasted because their owners stayed involved and built strong local ties.“I’m a big believer in the power of fitness to change lives,” said&nbsp;<a href="https://www.linkedin.com/in/loriklein">Lori Klein</a>, president of CycleBar. “I also believe in the power of this business to sustain both the entrepreneurs who invest and the communities they serve. As a leadership team, we remain committed to ensuring our franchisees have the strongest possible foundation to build thriving businesses in the boutique fitness space.”For more information on franchising with CycleBar, visit&nbsp;<a href="https://1851franchise.com/extraordinary-brands">https://1851franchise.com/extraordinary-brands</a>.

Franchisees Joe Purton and Ryan Morningstar reflect on the power of community, resilience and hands-on ownership in building lasting fitness businesses.

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Extraordinary Brands Acquires Basecamp Fitness, Adding The High-Growth HIIT Concept to its Boutique Fitness Portfolio

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